Not long ago, I attended the Content Marketing World (CMW) National Conference. This time not as a speaker, but as a guest of a former client who’s now a regular on their stage.

I expected to meet some remarkable people. And I did. What I didn’t expect was to gain such clear insight into how I can help content marketers elevate their results and deepen the impact of their work.

After sitting through just two breakout sessions, something clicked.

Each conversation circled back to one powerful truth: emotions drive connection, and connection drives business. The presenters emphasized how emotional storytelling shapes stronger brands; stories that reflect not just products or services, but the humanity behind them. When your audience feels something genuine, they lean in. They remember. And they buy.

Here’s where it gets interesting.

That level of authenticity requires something many organizations overlook: leaders who are willing to be seen. CEOs, founders, and executives must open up, share their stories, and allow their teams to craft campaigns that show the real person behind the brand. Often, that happens on video, where tone, presence, and vulnerability can’t be faked.

But during Q&A, a familiar challenge surfaced again and again:

“What if I can’t convince our clients/executives to market this way? What if they’re disconnected from their own emotions?”

That’s exactly where my Breakthrough Session (BTS) comes in.

Let’s be honest, most people are numb to some degree. A BTS is designed to quickly and effectively help clients identify the emotional blocks holding them back and release them.

The result? Greater clarity, confidence, and openness.

When leaders experience this shift, everything changes. They show up on camera differently; authentic, grounded, and relatable. Campaigns start to resonate. Audiences respond. And results follow naturally.

Now, you may think that you don’t have that kind of power over a CEO; to get them to see the need for a BTS. Maybe you even think that you may insult them if you suggest a BTS. Good news! You don’t suggest a BTS because you think someone is broken. NO one is broken. You suggest a BTS in the same way you would suggest any other tool to your clients, like making a good video. You use your expertise in marketing to suggest a BTS for them to connect, sell and grow the business. Why? Because an effective BTS speeds up the connection, sales and growth process.

A BTS is a smart business tool. For example, one CEO client didn’t feel committed to his 30,000+ employees, his family or his life. After his first BTS with me, he started showing up differently: he sent email replies to his team faster, was kinder and more patient in meetings, more fun at home and at work. His staff started noticing his compassion and his deep listening. As a result, his team started showing up more committed. The company marketing output began to deeply emotionally resonate. Sales went up.

I explore this process in depth in my latest book, The Emotional Resonance Factor®, available in paperback, e-book, and audiobook formats.

Because when your message connects emotionally, your marketing stops being noise and starts becoming influence.